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Do's and Don'ts for Social Media Crisis Management

Monday 16 July 2018

6 minute read

By Rachael Farley

Online reputation can make or break a business but do you know how to react in a crisis?

Social media gives a voice to everyone but with good comments must always come bad comments. It’s important to note that no single business is perfect and you can’t hide from keyboard warriors forever. However, it’s how your business reacts to the backlash that defines whether you can come out of the other end stronger than before.

As with any campaign you run, a risk analysis is essential. By identifying what could go wrong, you will be prepared for any type of scenario and have a contingency plan in place to protect your brand’s reputation.

You can’t manage your company’s perception offline however you can make a difference online.

Here are a few tips to consider if things turn sour on your social media platforms…

Take Action Quickly

This doesn’t mean hastily throwing yourself into the deep end. However, you can’t leave a social media storm to brew. One comment can quickly escalate into a hundred then a thousand. Putting out a simple statement addressing the issue can help to put out the fire as your audience will be able to see that you’re not ignoring the problem.

Communicate With Your Team

Make sure your team members are all on the same page. Reiterate how you’re dealing with the issue so that every employee is aware of the correct procedure. This will make sure there is a consistent message across the business to ensure you’re dealing with the crisis in a professional manner.

Don’t Hide From Your Mistakes

It can be easier to look the other way when you see a bad comment, but this is definitely the wrong way to go about things. If your business has made a mistake, own up to it. It’s better to admit you’ve got flaws and apologise than pretend it didn’t happen.

Never Argue

Heard the expression ‘the customer is always right’? While it may not always be 100% true, you can’t go picking fights on social media where everyone can see. If the conversation is going back and forth, it’s best to try and shift it offline. Offer them an alternative such as an email or phone number to contact you on. It’ll show the rest of your audience that you’re extending an olive branch and whether they choose to accept it is up to them.

Continue To Listen

Once you’ve identified an issue, it’s best to keep alert and watch out for any additional negativity. While you may not address every individual, it’s important to see how your reputation has been affected after a crisis in order to see how you can gain your audience’s trust again.

Preparation is key to dealing with any social media crisis. Make sure you have a contingency plan in place for any situation that can go wrong. It’s okay to make mistakes, but it’s not okay to ignore your customers when they bring up an issue.

Need help with your social media strategy? Give the Thrive team a call on 01325 778 786 or drop us an email on hello@thriveability.co.uk.

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